Marketing Research

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Excel Books India, May 1, 2004 - Marketing research - 600 pages
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Marketing Research is designed to serve as a textbook on marketing research and design for people studying or pursuing the discipline of management. The book contains Indian examples on Product Research, Consumer Research, Motivation Research, etc. It also includes more than 50 cases which would enable the reader in understanding even the most complex multivariate technique in a very simple manner.The book contains 20 chapters with computer based approach, the SPSS/PCT system, the use of which has also been described in this book. The content of the book makes it equally useful for both basic and advance course in Marketing Research. It is indispensable for students of MBA, M.Com, MBE, BBA, BBS, BCA, PGDBM, MCA, M Tech and practising marketing managers. It is a valuable reference source for research agencies.
 

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Dear Mr. Gupta,
Reading the chapter on Thirty Plus brought me a lot of memories. I was just 16 then. But the important point is I have lived the entire creation of this brand as the mastermind and then General Manager at Ajanta Pharma was my father. Great book

Contents

An Introduction
1
ROLE AND SCOPE OF MARKETING RESEARCH
7
How MARKETING DECISIONS ARE TAKEN?
18
SUMMARY
24
Research Design
37
EXTENSIONS OF TRUE EXPERIMENTAL DESIGNS
51
SELECTED READINGS
58
Value of Information in Decisionmaking
65
TRY THIS
322
CONJOINT ANALYSIS
338
SUMMARY
343
Applications of Marketing Research
345
APPLICATIONS OF MARKETING RESEARCH
358
PRODUCT RESEARCH
367
ADVERTISING RESEARCH
386
SUMMARY
401

TYPES OF DECISION MODELS
72
DECISION TREE DIAGRAM
86
Marketing Information System and Marketing Research
93
MARKETING AND INFORMATION
99
REFERENCES
105
Attitude Measurement and Scaling
115
Try This
116
USE OF SCALING IN MARKETING RESEARCH
123
SUMMARY
138
Primary Methods of Data Collection
147
TYPES OF QUESTIONS
156
SOURCES OF ERROR IN PRIMARY DATA COLLECTION
162
DATA AND THE RESEARCH PROCESS
168
Case Studies
189
Samples and Sampling Distribution
193
INTRODUCTION
195
SOME OTHER TYPES OF SAMPLING
202
Testing of Hypothesis
225
STANDARD ERROR
232
Population Variances a and
240
ANALYSIS OF VARIANCE
246
SUMMARY
255
Secondary Data
259
ADVANTAGES OF SECONDARY DATA
269
Processing of Data and Tabulation
281
TRY THIS
282
THE INTERPRETATIVE PROCESS OF MARKETING
296
Nonparametric Tests
309
Multivariate Analysis
321
Product Research
407
Consumer Research
425
CONSUMER RESEARCH DESIGN
432
An Example of Focus Group Survey
439
New Horizons in Protection of Consumer
445
Distribution Research
447
BASIC CONCEPTS OF DISTRIBUTION RESEARCH
453
ESTIMATION OF MARKET POTENTIAL
454
Advertising Research
461
SUMMARY
470
Motivation Research
475
TRY THIS
476
SUMMARY
483
Research Report and Proposal Writing
485
COSTING
490
RESEARCH REPORT WRITING
496
Case Study Method in Marketing Research
519
INTRODUCTION TO MARKETING RESEARCH
527
OBJECTIVE TYPE QUESTIONS
533
Proportion of the Area under
541
Appendix A A Guide to SPSSPCT
547
AppendixA
548
Appendix B Important Web Sites for Marketing Research for National and International Level
567
Questionnaire Design
585
AppendixC
586
Computer Analysis
589
Glossary
593
Index
597
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